Athletic Foundation Membership: Marketing to Local Constituencies
Document Type
Conference Proceeding
Conference Track
Panels and Special Sessions
Publication Date
2011
Abstract
This panel explores the marketing philosophy of a university’s athletic foundation through three individual papers. Each paper explores a different constituency by using an interpretive methodological approach and asks two central questions; what value does individual membership have in an athletic foundation and how does that value influence sports marketing? Because athletics is typically physically, philosophically, and fiscally separate from the institution, marketing to different types of constituent groups is necessary in order to generate and increase revenue.
Copyright Statement / License for Reuse
Digital Commons@Georgia Southern License
Recommended Citation
Satterfield, James W.; Martinez, Edna; McFarlane, Adam; Franklin, Tony F.; Horace, Jennifer; and Godfrey, Mike, "Athletic Foundation Membership: Marketing to Local Constituencies" (2011). Association of Marketing Theory and Practice Proceedings 2011. 39.
https://digitalcommons.georgiasouthern.edu/amtp-proceedings_2011/39
